Hfma Corporate Logo Updated - Healthcare Financial management association - Brief Article

Healthcare Financial Management, May, 2001

HFMA has updated its corporate logo to reflect a more contemporary organizational identity. The logo update is part of a comprehensive corporate identity program adopted by HFMA to convey the organization's purpose, value, and processes through the use of contemporary and appropriate color, type, imagery, and words.

The revised logo appears in lower case, with the cross symbol appearing in a slightly modified form and repositioned above the "hfma" letters. The lowercase treatment of the HFMA acronym was chosen because it conveys an informal identity and impression of approachability. The new placement of the cross symbol above the HFMA logotype is meant to express upward movement.

"The HFMA brand must communicate the attributes that we as an organization possess, including expertise, agility, concern, energy, confidence, and innovation," said Lee Guthrie, HFMA vice president, marketing and business development. Guthrie said that the qualities the HFMA corporate identity should embody were determined through research and discussions with HFMA members at many levels of professional experience and organizational involvement.

Blue and gold have been chosen as the anchor colors identifying HFMA. Blue is thought to exhibit confidence and maturity, while gold is meant to communicate warmth and activity. In addition, a palette of accent colors has been selected to coordinate with the two anchor colors. This coordinating palette may be combined in many ways and can be used by chapters to establish their own identity.

Guidelines for use of the new HFMA logo were presented at the Leadership Training Conference in Phoenix, Arizona, in April.